ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Data analysis slows down marketing teams

Article |
 Aug 7, 2025

Humor and music are the way to get Gen Z’s attention

Article |
 Aug 6, 2025

The price of a dupe: Lost loyalty and legal battles

Article |
 Aug 6, 2025

How CTV is revolutionizing audience targeting for local advertisers

Article |
 Aug 6, 2025

How CTV is revolutionizing audience targeting for local advertisers

Article |
 Aug 6, 2025

Banks need to navigate politicized bank regulation as Trump attacks Bank of America, JPMorgan

Article |
 Aug 6, 2025

Capri is optimistic despite Michael Kors’ deepening slump

Article |
 Aug 6, 2025

The big answers: EMARKETER Daily quiz

Article |
 Aug 5, 2025

Huntington Bank refresh could strengthen customer ties across generations

Article |
 Aug 5, 2025

Pause ad users want personalization and perks

Article |
 Aug 5, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Twitter 6 Months After Musk

Is It a Viable Platform for Brands and Advertisers, and What Happens Next?

Report by Jasmine Enberg  |  Apr 10, 2023
Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
What is the state of Twitter’s business?
Should advertisers spend on Twitter in 2023?
Should brands keep an organic Twitter presence?
Who is still using Twitter?
How engaged are Twitter users?
Where can advertisers find Twitter deserters in 2023?
Are there any Twitter substitutes?
What does all this mean for the future of Twitter?
Sources
Media Gallery
About This Report
Musk gave advertisers a reason to leave Twitter. He exacerbated long-standing issues and created new ones. Six months into Musk-era Twitter, most brands aren’t ready to resume spending, largely because they don’t trust the man in charge.
Topics
Social Media Usage
Social Media Ad Spending
Worldwide
Table of Contents
Executive Summary
What is the state of Twitter’s business?
Should advertisers spend on Twitter in 2023?
Should brands keep an organic Twitter presence?
Who is still using Twitter?
How engaged are Twitter users?
Where can advertisers find Twitter deserters in 2023?
Are there any Twitter substitutes?
What does all this mean for the future of Twitter?
Sources
Media Gallery

Executive Summary

Almost six months after Elon Musk took the reins at Twitter, the lights are still on, but they are dim. Musk has valued the company at less than half of what he paid for it. And for most brands and advertisers, the cons of having a paid presence on Twitter still outweigh the benefits.

Key Question: Should advertisers spend on Twitter, and will the platform survive?

How Has Our Worldwide Twitter Ad Revenue Forecast Changed? (billions, 2021-2023)
E-Mail ChartDownload

KEY STAT: We have slashed our global Twitter ad revenue forecast for 2023 by about 37% from our previous forecast, completed just prior to Musk’s takeover.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. What is the state of Twitter’s business?
  3. Should advertisers spend on Twitter in 2023?
  4. Should brands keep an organic Twitter presence?
  1. Who is still using Twitter?
  2. How engaged are Twitter users?
  3. Where can advertisers find Twitter deserters in 2023?
  4. Are there any Twitter substitutes?
  1. What does all this mean for the future of Twitter?
  2. Sources
  3. Media Gallery

Charts in This Report

How Has Our Worldwide Twitter Ad Revenue Forecast Changed? (billions, 2021-2023)Twitter Net Ad Revenues Worldwide, 2019-2023 (billions, % change, and % of total digital ad spending)
Brand/Influencer Posts per Week on Twitter Worldwide, 2019-2022US Twitter Users, by Age, 2023 (millions)
Time Spent per Day With Twitter Among US Adult Twitter Users, 2019-2023 (hrs:mins and % change)Social Media Platforms Journalists Worldwide Would Use if Twitter Were to Disappear, Dec 2022 (% of respondents)
Social Platforms Used by US Teens and Adults, Jan 2023 (% of population)
Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
What is the state of Twitter’s business?
Should advertisers spend on Twitter in 2023?
Should brands keep an organic Twitter presence?
Who is still using Twitter?
How engaged are Twitter users?
Where can advertisers find Twitter deserters in 2023?
Are there any Twitter substitutes?
What does all this mean for the future of Twitter?
Sources
Media Gallery
About This Report
Musk gave advertisers a reason to leave Twitter. He exacerbated long-standing issues and created new ones. Six months into Musk-era Twitter, most brands aren’t ready to resume spending, largely because they don’t trust the man in charge.
Topics
Social Media Usage
Social Media Ad Spending
Worldwide
Table of Contents
Executive Summary
What is the state of Twitter’s business?
Should advertisers spend on Twitter in 2023?
Should brands keep an organic Twitter presence?
Who is still using Twitter?
How engaged are Twitter users?
Where can advertisers find Twitter deserters in 2023?
Are there any Twitter substitutes?
What does all this mean for the future of Twitter?
Sources
Media Gallery

authors

Jasmine Enberg

Contributors

Zach Goldner
Forecasting Analyst
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Debra Aho Williamson
Principal Analyst
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo